Arun Sudhaman 06 Jun 2014 // 8:40AM GMT
NEW DELHI—Whirlpool has shifted Indian PR duties to Integral as it seeks to inject more creativity into its local marketing approach.
The appliance maker selected Integral following a competitive review that sees it part ways with incumbent agency Weber Shandwick.
Whirlpool South Asia VP of corporate affairs and strategy Shantanu Dasgupta told the Holmes Report that the company is particularly focused on its brand and consumer categories.
"Simply put, we replaced our PR agency to inject energy, innovation and creativity in our public relations activity," said Dasgupta.
America's largest home appliances maker, Whirlpool is hoping that an aggressive marketing strategy will help it outpace a white goods category that has slowed to single digit growth in India in recent years. The company ranks behind LG and Samsung in the key washing machine and refrigerator segments.
"They do intend to be very aggressive in the coming years and that’s the challenge that excites us at Integral PR,” said Integral PR CEO Sharif Rangnekar.